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By Jack Myers May 03, 2015

Procurement-Based Media Pricing will Gain Importance Very Quickly

Jack Myers TomorrowToday Economics Archive
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This is the fourth in a MyersBizNet exclusive series identifying seven business realities on which media companies, agencies, marketers and content producers must focus to maintain long-term growth and achieve sustainable success. Traditional advertising revenues depend on demand equaling or surpassing supply. For the first time since the early days of television, total media inventory supply, and especially video inventory, will surpass demand for several years – and probably for decades. This creates an inevitability that commoditized media prices will be forced into a downward spiral, accelerated by the growing influence of corporate procurement officers.

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Jack Myers

Jack Myers is the nation’s leading Media Ecologist and is an Academy and Emmy Award nominee for Best Documentary Feature, author of four books and executive producer of GE Focus Forward Films, winner of the Tribeca Film Festival Disruption Award. His... read more

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